Caleb Gardner I think what you are pointing out is really key. The alignment of what a brand says and does with how the company operates. This is going to be the raised bar. Nike, I think dodged a good deal of criticism because of how well they executed their message and act. They do have a track record in social justice — it didn’t come out of the blue. But, that alignment expectation you bring up… I think the dynamics I am calling out in this piece means the bar is going to raise for everyone who plays in this space. Thanks for your thoughts.